ADOTAS – To help clients answer the riddle that is social media ROI, Buddy Media — maker of a social network management platform for brands, and Facebook page manager of choice for eight of the top 10 global advertisers — has acquired Spinback, a social commerce and analytics platform, for an undisclosed amount.
Spinback offers a one-two punch for discovering “revenue per share” (not the stock market kind of share, silly): its EasyShare Plugin allows customers to easily share content, products and purchases to email, blogs and social networks; then EasyTrack Analytics analyzes this sharing behavior.
Through integrating Spinback’s technology, Buddy Media promises to illustrate social media’s role in the conversion funnel. Brands will discover which products are being shared and shared again the most while determining revenue-per-share — as well as which customer segments are driving the most revenue through social media.
“Tens of millions of websites have added sharing buttons,” said Michael Lazerow, founder and CEO of Buddy Media. “Very few of them, however, can actually tell you how many sales were driven by these buttons. With this acquisition, Buddy Media can now answer the question ‘what is the ROI of social media?’ better than anyone else in the market in a holistic way, both on Facebook and off, and on Twitter and email.”
The entire Spinback team — including founding CTO Paul Boutin, who was also the founder and CTO of Facebook commerce app Payvment — is moving into Buddy Media’s NYC offices. Lazerow joins Spinback founder and CEO Andrew Ferenci to chat about the merger in the video below.